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The clothing brand that has gained immense popularity in India with its ethnic wear products is suddenly under the scanner. The brand recently released their latest ad campaign titled jashn-e-riwaaz. The campaign was woven around the upcoming festival of Diwali. The new collection was showcased on social media with a tweet that read, “As we welcome the festival of love and light, Jashn-e-Riwaaz, by FabIndia is a collection that beautifully pays homage to Indian culture…”

The company had to soon make a total recall of the ad campaign. They took off the tweets and the ads from all social media after people accused them of harming Hindu festival Diwali and making it sound Islamic. BJP youth wing leader Tejasvi Surya called out the clothing brand and tweeted, “Deepavali is not Jash-e-Riwaaz. This deliberate attempt of abrahamisation of Hindu festivals, depicting models without traditional Hindu attires, must be called out. And brands like @FabindiaNews must face economic costs for such deliberate misadventures.” This is what set off the trend #boycottFabIndia!


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Shalini

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